A well-regarded Chicago-based fine jeweler for more than 50 years, Sidney Garber sought an encompassing brand modernization under its second generation owner. The project began unusually, with the design and installation of a retail POS system in the Chicago store with the capacity to drive an e-commerce presence. From there, the development of the brand tone and manner, from a delicate update to its logo and an across-the-board evolution of its color palette to one both luxe and fashionable. The website, which required more than 400 photographs and 100 hours of copywriting, was designed to enable shoppers to download detailed product cut sheets (just right for leaving on someone's night table in a none-too-delicate hint!). The brand story was told in a personal voice that spoke to its history as a family business and its future in philanthropy.